It’s likely that during E3, attendees will be wearing Golden State Warriors jerseys or shirts, while NFL, MLB, NHL, and soccer teams will likely be represented in some fashion at the show. However, that’s not yet the case with eSports in the mainstream, especially with jerseys.
Ultimate Media Ventures (UMV) hopes to change that. UMV is using the global audience of E3 to debut its new ULT line of eSports clothing. The Kills Collection line, which will range in price from $28-$78, will be available exclusively on ULTeSports.com on June 13.
It’s the first of a new push into clothing, which will expand to include jerseys for pro gaming teams and a line of suits for casters.
Nate Eckman, co-founder of UMV and lead designer for ULT has been designing custom products for publishers for years, and he explains how his inspiration for the new ULT line is of a more personal nature in this exclusive interview.
What is Ultimate Media Ventures?
UMV is a VC-backed gaming and eSports innovation company. We have initiatives that are designed to enhance and advance the eSports community in the areas of content, products, and experiences.
Why did you decide to launch an eSports clothing line?
We decided to create ULT, the eSports lifestyle apparel brand, to offer modern design sensibilities and premium aesthetics to the eSports clothing ecosystem because we saw a desperate need for it. We intend to elevate the quality of the items designed for fans to purchase in support of their favorite teams, as well as the technical garments worn by the players.
What separates your clothing line from anything else in eSports?
We bring a contemporary art and design aesthetic with a uniquely modern LA streetwear influence to ULT products. Our first collection is called “Kills” and we separate our line through a modern minimalist design philosophy, extreme attention to detail in custom sewn elements, woven labels, and subtle nuance in how we approach the clothing. We offer something premium and limited edition. We design and print locally in small quantities where we apply hand-touched custom elements. We are the opposite of the mass-produced and poor quality items often seen in the arenas.
What was your inspiration for ULT?
I stopped an eSports fan from wearing his favorite team jersey, an all-over printed nylon baby blue shirt. He said he would be embarrassed to wear it at school or out with his friends. That sucks. With ULT we want to change that feeling through modern and minimal design, with streetwear sensibilities. We want the fans and players who wear our line to look and feel awesome because the eSports community is amazing and that is what we deserve.
What are you unveiling at E3?
We are unveiling our ULT eSports lifestyle apparel line called the “Kills Collection.” This line includes everyday wearables like short- and long-sleeve tees, hats, hoodies, and jackets. The line is designed for the eSports community to feel badass in the ULT gear and never embarrassed.
What professional teams are you working with and when will we see them wearing the clothes?
We are not revealing information about specific teams at this time.
Who is your target audience for these clothes?
We are targeting the great eSports community of fans. We are targeting the players who train, stream and compete at the highest level. We are also able to have our premium designed items cross over into the streetwear boutique shop culture through artist collaborations.
What kind of impact will lifestyle clothes have on the broader eSports demographic we’re seeing with ESPN and TBS television coverage?
Overall, lifestyle clothing will have a huge impact on the growing eSports demographic as ESPN and TBS enable more mainstream awareness and exposure. The work we do with the ULT brand will also serve to elevate the perception of eSports from the apparel standpoint. With ULT, we will show the greater community that their “gaming” apparel doesn’t have to be “nerdy” and overly niche. We have evolved past that point, and now appreciate premium design and modern applications for our garments. This demographic does not have to compromise; they deserve better products.
How are you marketing these clothes?
Our marketing strategy touches on collaborations with other established designers and premium product brands. At our E3 showcase private reception for ULT, you will see collaborations and promotions with The Seventh Letter, as well as Astro Gaming. Also, we are very engaged in digital marketing and how we seed product to streamers around the world. Influencer marketing across the eSports industry is important tactically in how we embrace not only the fans and players, but also the developers and publishers with custom product.
How do you see this line expanding this year and beyond?
ULT will continue to collaborate with some of the most influential contemporary artists and streetwear brands in the culture today. We will continue to expand our ULT line to offer technical gear for players to train and compete and look awesome at the same time. We will strategically align with select teams from each region. We will support the streamers and publishers who love eSports as much as we do.
We are also very excited about the partnerships around our “Caster Couture” collection. These limited edition premium items include custom suits, ties, and accessories for shoutcasters and team owners. ULT will also continue to offer new lifestyle collections for each season, featuring collaborations with emerging and established teams.
